How to Market & Sell to People Not Like You
We’ve Changed… OLD
NEW
1 in 3 is not White
Source: 2010 U.S. Census
The Census Diversity Index Has Been Increasing Consistently •
The probability that two people chosen at random would be of a different race and ethnicity on a 0-100 scale. The scale ranges from 0 (no diversity) to 100
Oklahoma’s Diversity Index
51 In Oklahoma, the probability that two people selected at random will be of different races or ethnicities is 51%
4 States & the District of Columbia have Minority Majority Populations • Minorities account for more than 50% of the population in California, Hawaii, New Mexico, Texas and DC
Source: New U.S. Census to Reveal Major Shift: No More Joe Consumer. AdAge, October 12, 2009.
States with Majority Minority Among Children • In 10 states, the share of children who are minorities has already passed 50%
• Mississippi Georgia Maryland Florida Arizona
Nevada Texas California New Mexico Hawaii
Multiracial Americans • Multiracial Americans now number 22 million • 7% of the population • 25% increase in last decade
Percentage of Whites Declining • Whites as a percentage of the U.S. population dropped over the last decade from 69% to 63% • Whites are aging fast: median age is now 41 • Will be minority by 2041
Diversity Comes in Many Forms •
Gender
•
Religion
•
Political views
•
Age/Generation – Matures (seniors) – Boomers – Gen X – Gen Y
•
Gay/Lesbian
•
Physical abilities
•
Rural / Metro
•
Military/Civilian
Diversity Comes in Many Forms •
Racial – White, Black, Asian, Native American, Pacific Islander
•
Ethnic/Linguistic – Hispanic, Indian, etc.
•
Nativity – Foreign-born or U.S. born
•
Lifestage – New moms/dads, retirees, college students, empty-nesters
•
Lifestyle/Affluence – Working poor, middle class, wealthy
•
Core values – Environmentalists, vegetarians, home schoolers
Understanding Someone Different from You Means Understanding Their Life Their priorities Their values The experiences that define them Their perspective
Try This Exercise! • When asked to name how Kennedy died… • Matures & Boomers – Gunshot in Dallas
• Gen X – Plane crash near Martha’s Vineyard • Gen Y – “Kennedy who?”
Who is Ron Howard? • Matures
• Boomers
• Gen X & Gen Y
10 Strategies for Marketing & Selling to People Not Like You
#1: Be Relevant • Identify what people want, then give it to them • Example: Target vs. K-Mart • Relevance: “Style on a budget” • Benefit: value with dignity
Relevance = Figuring Out Your FAB • Feature: – Bluetooth technology • Attribute: – Hands-free talking • Benefit: – Safety
#2: Tap into Values • Locally owned business, sourced locally • Green, environmentally friendly
Women’s Values • Women want testimonials/customer reviews online • Women trust what other women say
Millennial’s Key Values • Diversity • Custom / personalization
Hispanic Key Values • Want a relationship, not a transaction
• Great customer service trumps mistakes
#3: Use Consumer Insights
A Universal Truth… • There are only two things that motivate us: • Hope • Fear • Fear is effective for short term results • Hope is more compelling and sustaining
For Boomers, Positive Messaging is Powerful
Selling to Women Value expansive choices, seeing all options
Selling to Men • Want choices simplified • The “magic number” is 3
#4: Recognize Different Needs
Macy’s Products Differ by Region Salt Lake City
Atlanta
Burger King Adjusts Their Menu • New York – Bagels
• Birmingham - Biscuits
Sometimes it’s Not What, But How
#5: Be the Good Guys • Demonstrate & market social consciousness – Community involvement – Educational efforts
#6: Pay Attention to Trends
Mass is Out, Customization is In
Customization Lifts Business – Ignites Passion
Social is Everything
New Products Meet Demand for Connectivity
Trends, Not Fads….
The Appeal of “Real” • Families are not “one size fits all”
#7: Use Contemporary Imagery • Show people as they really are – 40% of Millennials have 4+ tattoos
#8: Keep It Short • Listicles: bite-sized portions, highly consumable • “info snacking” • Sharable
#9: Be Fearless
#10: Helping Beats Selling “We don’t need information. We need advice.”
5 Things You Can Do Right Now 1.
Figure out your FAB - market your benefits, not just features
2.
Solicit testimonials from happy, satisfied women customers and post on your website
3.
Keep your marketing messages short! Use pictures/graphics
4.
Explore ways you can customize your products/services or the customer experience
5.
Make sure your social media platforms are up to date and active. Post relevant articles that educate and help
My Books Can Help!
For more information about consumer trends, contact Kelly McDonald at 214-880-1717 or
[email protected] ©2016 McDonald Marketing 3700 Quebec Street Suite 100-360 Denver, CO 80207 214-880-1717, Fax 214-880-7596
[email protected] All rights reserved. No part of this material may be reproduced In any form without permission by the author.
